Google
Analytics
Report
Group 10
•Danapriti Lakshmi Priyanka Alluri
•Ankita Bargaje
•Rukkaiya Patthawala
•Maneka Prabhu
•Amisha Shukla
•Vaibhav Rajan Thakur
About
•About Fabletics:
- Fabletics is a global activewear brand operated on a
membership model where its VIP members get access
to exclusive deals, discounts and new merchandise.
- The company is known for its unique e-commerce
store that serves over 2 million members, although it
does have 85 brick-and-mortar outlets.
- In Mar '22, Fabletics launched its all-inclusive
shapewear brand, Yitty, in collaboration with singer,
Lizzo.
•Mission:
To create the world’s most fashionable, high-
performance active lifestyle products for everyone and
everybody - at an accessible price.
•Vision:
Inclusivity inspires everything Fabletics does.
At Fabletics, everyone and every body type is
welcome.
They position Fabletics as more than
activewear, it's Active Life Wear.
Business
Objectives
•Revenue Growth:
- Grow the revenue for Yitty
X3 by 2028.
•Improved User Experience:
- Increase the average time
spent on site X2 by 2028.
•Expand Fabletics global
revenue:
- Increase the international
revenue X5 by 2028.
Revenue Growth User Experience Global Expansion
Metrics Used
for
measurement
-
Revenue by
categories
-
Revenue by devices
-
Conversion rate
- Average order value
-
Checkout
abandonment rate
-
Sessions
-
Conversion rate
-
Bounce rate
-
Session duration
-
Revenue by
geographical
locations
Revenue
Waterfall
LY Visits Conversion rate AOV TY
Metrics TY LY (#LY) (%LY) Impact
Revenue $148,637.98 $220,295.29 $(71,657.31) -32.53%
Visits 65,747 78,740 -12,993 -16.50% -$(41,300.31)
Conversion rate
1.74% 2.61% -0.87% -33.33% -$(83,429.18)
AOV $129.81 $107.10 $22.71 21.20% $53,072.18
- There is a decrease in the number of visits
(17% approx.) as well as conversion rate (33%)
when compared with March 2022. However,
the average order value shows an increase of
21.2% for 2023.
- Overall, there is a decline of approx. 33% in
revenue from last year, primarily driven by the
decrease in conversion rate from 2.61% in
2022 to 1.74%.
- The decline in revenue due to the number of
visits is almost offset by the increase in
average order value from $107 in Mar'22 to
$130 in Mar'23.
Revenue by categories
90678.9
9196.9
53551.69
4120.6
3349.75
51468.54
33853.74
31649.82
10647.4
3838.7
010000 20000 30000 40000 50000 60000 70000 80000 90000 100000
Outfits
Tops
Yitty (new)
Bottoms
Accessories
Revenue ($)
Top Product Categories
Mar'23 Mar'22
There is a decline in the 2 top
categories for Fabletics
including its new line - Yitty -
which reflects
a 40.90% decrease in revenue.
Revenue by device type
Recommendations
•The two major categories for Fabletics –Outfits and Yitty –have registered a significant decline in revenue
(over 40%) since 2022 based on analysis by product categories. Fabletics should consider retargeting the
audience of its celebrity ambassador, Lizzo to push its shapewear range to meet the business objective for
this new line.
•Given its membership-based model, an email campaign offering discounts on app, in-store as well as
on website to its existing members who haven't purchased shapewear yet can lead to more trials.
•Fabletics can also introduce a referral system specifically for these categories to encourage current
members to refer their family and friends and provide rewards and discounts and benefits to both the
referrer and the refree.
•Based on the breakdown by device type, there is a significant increase in revenue and conversion rate for
tablet from last year, while mobile and desktop have registered a decline. However, given the number of
transactions on this device type are still the same - 5, Fabletics can consider customizing its ad campaigns
to this suit tablets, but they should explore activities that people pursue on this device type to find
oppurtunities for content/display partnerships.
% Goal Conversion Rate
Goal conversion Rate vs Total Abandonment Rate
All Goals
Goal 1 –Purchase completed
Goal 2 –Engaged Users
Goal 3 –Registrations
Goal 4 –Entered Checkout
21.99%
14.42%
33.44%
39.60%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
March'22 March'23
Goal Converion Rate Total Abandonment Rate
•Our website's goal conversion rate in
March’22 was 21.9%, which indicates
that roughly 22% of visitors who visited it
accomplished a certain task (such
completing a purchase).
•When compared to the prior year, the
goal conversion rate in March 2023 was
14.42%, a significant decrease.
Additionally, from March 2022 to March
2023, the abandonment rate rose from
33.44% to 39.60%. The percentage of
visitors to your website that left before
achieving a goal is referred to as the
abandonment rate.
Goal Completions
(March’22 vs March’23)
•The largest decrease in
Goal Completions was
seen in Goal 3, which
involves Registrations,
while the largest number
of completions was seen
in Goal 2, which involves
Engaged Users.
Total Goal
Completions Goal 1 Goal 2 Goal 3 Goal 4
March'22 17,317 1947 8846 2757 3767
March'23 9484 1192 5598 109 2585
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
March'22 March'23 Linear (March'22)
Checkout
Abandonment
Rate
•The checkout
abandonment rate
significantly increased
between March 2022 and
March 2023, especially
among repeat users,
indicating that there are
problems that need to be
fixed to enhance the
overall user experience.
Recommendations
To improve conversion rate and reduce
abandonment rate here are some
recommendations:
•Improving website speed and user experience
•Optimizing and Reviewing our checkout process
•Implementing retargeting campaigns
•Offers and promotions at checkouts
Goal completion recommendations:
Goal 3 : Registrations
•Reduce the number of stages and required fields in the
registration process
•Encourage users to signup by providing rewards like
exclusive content, savings, or early access to sales.
•To make users' registration easier, offer social login
choices
To improve each checkout stage –
Billing and Shipping Stage
•To make it simpler for users to input their payment and
shipping information, minimize the number of
mandatory fields and simplify the form fields
•Use of drop-down options or auto-fill to help users enter
data more quickly
Payment Stage
•Give users a variety of payment options
•To win over users' trust, employ reputable payment
processors
Review Stage
•The review stage has to be clear and easy to understand
•Describe the order in detail
•Include any pertinent details, such as shipping and tax
expenses.
User Experience
•The following pictures indicate a clear
dip in the DAU/MAU, DAU/WAU, and
a significant down of the WAU/MAU
in the year 2023 in comparison to
2022.
•This is an indication that over time the
website couldn't retain its customers
efficiently which is an indication of
poor user experience, further
effecting the revenue and loyalty.
User Stickiness
New Visitors
vs
Returning Visitors
•We observe a clear decline in users,
both new and returning during the
period
•A steep decline in number of
transactions can be attributed majorly
to a 18.75% rise in bounce rate within
returning users.
•The low user engagement rates
indicate that these new/returning
visitors are not as valuable as their
interactions are low and are not
getting converted into purchases.
Conversion Report March
2023 vs 2022
•We observe a fall in the funnel
conversion rate from 18.24% in March
2022 to 16.07% in March 2023
•Majority of the decrease can be
attributed to the initial step of cart
•Cart numbers show a fall of
30.43% from March 2022 to
March 2023
2023 2022
Recommendations to Improve User Experience
•Increase User Stickiness
•Monitor user activity to give out potential purchase recommendations
•Send out pop-up notifications of sign-up or discount offers to encourage the user to participate in a purchase
•Improve User Experience on Website
•Conduct a usability test by circulating a survey among a sample of customers to gather customer feedback
related to the navigation of the website
•Increase returning visitors to the website
•Loyalty rewards program can be introduced to incentivize users to return and increase conversion rates
•Automate email and text reminders to notify users to increase repeat purchases
•Improve conversion rate
•To decrease the cart abandonment rate, users can be repeatedly notified of items saved or added to the cart
•We observed that approximately 30% did not flow through to the payment step after Billing and Shipping
•Shipping rates can be revised to ensure it is not a deterrent to completing the purchase
•Attempt to simplify the checkout process and ensure it is accessible and not time-consuming
•Accept different modes of payment so that customers are not lost due to a lack of payment options
Audience engagement and top channels
It appears that most users are spending less than 10
seconds on the website, which indicates a high bounce
rate.
The website's performance for March 2023 is: 49,923 users, with
65,747 sessions and an average session duration of 3 minutes and 8
seconds. The bounce rate was 46.06%. Most users came from Direct
(57,771 sessions) and Paid Search (7,722 sessions). Affiliates and
Display had a smaller number of sessions, while (Other) had the
fewest. Compared to March 2022, the website saw a decrease in the
number of users and sessions.
Optimize the website for mobile devices - With more people accessing websites on their mobile devices, it is
essential to optimize the website for mobile devices to improve user engagement. This includes making the
website mobile-friendly and ensuring that it loads quickly on mobile devices
Use analytics to monitor user behavior - It is essential to monitor user behavior on the website to understand
how visitors are interacting with the site. Analytics tools can be used to track user behavior, identify areas of the
website that need improvement, and make data-driven decisions to improve user engagement
Improve the website's load time - One possible reason for the high number of sessions with a duration of 0-10
seconds could be slow page load times. Therefore, the website should be optimized for faster loading to provide
a better user experience nd encourage visitors to spend more time on the site
Utilize personalized recommendations - Using personalized recommendations can keep users engaged and
interested in the website's content. By suggesting related content, users may be more likely to stay on the
website longer and interact with more pages.
Improve Website UI to increase customer retention
Recommendations
Geographical Distribution of Revenue
Increase the Brand Marketing all over the world
•We can see from the geographical distribution that the Country with the most revenue is the
United States. Increasing the marketing of products and brand will have a positive impact on the
revenue
•We recommend to offer lucrative promotions to potential customers by bringing in offers such as
BOGO, Frequent Sales, Customer Loyalty Program, Coupon codes, etc.
•We also realized that when comparing websites based on regions, www.fableticsindia.com was
down. This affects the overall revenue coming from that region
•The average session duration also takes a small hit in March 2023, we recommend to focus on
redesigning the website in order to extend the session time.
•Fabletics seems to focus on Women apparel more than Men. Hence, it should consider expanding
their apparel in the Men’s section by conducting an online survey to determine what the male
customer thinks about.
Increase in Revenue based on Geographical Regions
Recommendations
